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Data & the Persona: An Organizational Tale
Nalini P. Kotamraju, Ph.D
Vice President of User Research & Analytics, Salesfor...
Hello, I’m Nalini. I’m a
sociologist by training. I lead
User Insights & Analytics at
Salesforce... And sometimes
I gestur...
010010101010101010101010101010101010101010
101010101010010101010101010101010101010101
010101010101010101010101010101010101...
010010101010101010101010101010101010101010
101010101010010101010101010101010101010101
010101010101010101010101010101010101...
Intelligent Customer Success Platform
Lightning
Einstein
Thunder
Data Platform
Applications
Platform
force.com
Heroku
Comp...
010010101010101010101010101010101010101010
101010101010010101010101010101010101010101
010101010101010101010101010101010101...
010010101010101010101010101010101010101010
101010101010010101010101010101010101010101
010101010101010101010101010101010101...
As in many enterprise UX
contexts, the user – not
the customer – is often
opaque.
Salesforce excels at
focusing on its customers.
TRUST
is Salesforce’s #1 Value
Strategic Goal 2:
Practice Integrating Data
RESEARCH & INSIGHTS SILOES
User
Insights
Competitive
Intelligence
Product
Data
Science
Customer &
Market
Insights
Implemen...
Goals:
1) Making the Salesforce User Visible
2) Practice Integrating Data
Solution:
We created data-informed personas
WHAT WE ALL KNOW ABOUT PERSONAS
Align organizations
Create empathy
Keep users at the
center
Are the“user” in user
stories
...
WHAT WE WANTED FOR OUR PERSONAS
Stability ModularityBroad Usage
Able to withstand to
small changes in
features and
product...
010010101010101010101010101010101010101010
101010101010010101010101010101010101010101
010101010101010101010101010101010101...
Sales
Leader
Deal
Closer
Data
Expert
Pipeline
Builder
Trusted
Advisor
Salesforce has 5 major types of sales users:
Salesforce Sales User Personas
Manage & train reps
Prep for meetings & draft contracts
Hold sales meetings & close deals
F...
We conducted a large-scale
survey and asked how much time
participants spend on a number of
core sales tasks on average ea...
We focused on
what people do in their jobs
... not just what they do in Salesforce
●  “How many accounts are in your territory?”
●  “How long have you worked in sales?”
●  “How many people report to you (e...
We ran a factor
analysis on this
reported behavior
data to understand
which sales tasks
tend to
occur together…
We interviewed and
shadowed our users
010010101010101010101010101010101010101010
101010101010010101010101010101010101010101
010101010101010101010101010101010101...
Assigned a senior researcher,
Yakaira “Kai” Nuñéz as
persona czarina. She
shepherded the personas,
implemented a communica...
ESTABLISHED RELEASE CYCLES & COMMUNICATION PLAN
We asked executives in each
product area to contribute
survey questions, accompany
us on customer visits, and
gave them na...
WE INVITED DATA SCIENCE ON THE JOURNEY
We partnered with our
Data Science team to
compare reported
behavior and product
us...
HIRED PROFESSIONAL VIDEOGRAPHERS
CREATED PERSONA ASSETS
010010101010101010101010101010101010101010
101010101010010101010101010101010101010101
010101010101010101010101010101010101...
010010101010101010101010101010101010101010
101010101010010101010101010101010101010101
010101010101010101010101010101010101...
ARE THESE REALLY DESIGN PERSONAS ?
WHAT ABOUT EMERGING PERSONAS ?
01010101010101010101010101010101010101010101010101010101010101
01010101010101010101010101010101010101010101010101010101010...
010010101010101010101010101010101010101010
101010101010010101010101010101010101010101
010101010101010101010101010101010101...
010010101010101010101010101010101010101010
101010101010010101010101010101010101010101
010101010101010101010101010101010101...
Executives
started using
personas to
describe
users
A few
engineering
teams
started using
personas in
use cases
Our team became
ambassadors for UX
Team portrayed as experts.
Asked to train PMs & engineers
on soliciting user feedback.
Personas integrated
into product roadmap
forum
Data science
integrated personas
with product usage
010010101010101010101010101010101010101010
101010101010010101010101010101010101010101
010101010101010101010101010101010101...
UX STRAT USA 2017: Nalini Kotamraju, "Data and the Persona: An Organizational Romance"
UX STRAT USA 2017: Nalini Kotamraju, "Data and the Persona: An Organizational Romance"
UX STRAT USA 2017: Nalini Kotamraju, "Data and the Persona: An Organizational Romance"
UX STRAT USA 2017: Nalini Kotamraju, "Data and the Persona: An Organizational Romance"
UX STRAT USA 2017: Nalini Kotamraju, "Data and the Persona: An Organizational Romance"
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UX STRAT USA 2017: Nalini Kotamraju, "Data and the Persona: An Organizational Romance"

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UX STRAT USA 2017: Nalini Kotamraju, "Data and the Persona: An Organizational Romance"

  1. 1. Data & the Persona: An Organizational Tale Nalini P. Kotamraju, Ph.D Vice President of User Research & Analytics, Salesforce UXSTRAT, Boulder, CO, USA, September 18-20, 2017
  2. 2. Hello, I’m Nalini. I’m a sociologist by training. I lead User Insights & Analytics at Salesforce... And sometimes I gesture earnestly.
  3. 3. 010010101010101010101010101010101010101010 101010101010010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101
  4. 4. 010010101010101010101010101010101010101010 101010101010010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 Um, what is Salesforce exactly?
  5. 5. Intelligent Customer Success Platform Lightning Einstein Thunder Data Platform Applications Platform force.com Heroku Component Exchange Predictive Analytics Machine & Deep Learning Natural Language Processing Data Management Platform CRM Data IoT & Social Data Sales Service Marketing AnalyticsCommunity App s Commerce IoT Quip AppExchange
  6. 6. 010010101010101010101010101010101010101010 101010101010010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 How our research strategy began…
  7. 7. 010010101010101010101010101010101010101010 101010101010010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 Strategic Goal 1: Making the Salesforce User Visible
  8. 8. As in many enterprise UX contexts, the user – not the customer – is often opaque.
  9. 9. Salesforce excels at focusing on its customers.
  10. 10. TRUST is Salesforce’s #1 Value
  11. 11. Strategic Goal 2: Practice Integrating Data
  12. 12. RESEARCH & INSIGHTS SILOES User Insights Competitive Intelligence Product Data Science Customer & Market Insights Implementation & Sales
  13. 13. Goals: 1) Making the Salesforce User Visible 2) Practice Integrating Data
  14. 14. Solution: We created data-informed personas
  15. 15. WHAT WE ALL KNOW ABOUT PERSONAS Align organizations Create empathy Keep users at the center Are the“user” in user stories Anchor tasks Provide a common language for companies Become stale Are fun to makeTime-consuming to create
  16. 16. WHAT WE WANTED FOR OUR PERSONAS Stability ModularityBroad Usage Able to withstand to small changes in features and product landscape Used not just by designers, but by entire T&P (Technology & Products) organization Structured to fit with other data sources within Salesforce
  17. 17. 010010101010101010101010101010101010101010 101010101010010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 Sales Cloud Personas
  18. 18. Sales Leader Deal Closer Data Expert Pipeline Builder Trusted Advisor Salesforce has 5 major types of sales users:
  19. 19. Salesforce Sales User Personas Manage & train reps Prep for meetings & draft contracts Hold sales meetings & close deals Forecast & report Manage tools for Sales team Find & qualify leads Answer inbound leads Prospect in existing accounts & upsell Maintain relationships & renewals Primary job function Secondary job function Sales Leader Deal Closer Data Expert Pipeline Builder Trusted Advisor
  20. 20. We conducted a large-scale survey and asked how much time participants spend on a number of core sales tasks on average each day
  21. 21. We focused on what people do in their jobs ... not just what they do in Salesforce
  22. 22. ●  “How many accounts are in your territory?” ●  “How long have you worked in sales?” ●  “How many people report to you (either directly or indirectly)?” ●  “How do you get new leads and contacts?” ●  “On an average day, how much time do you spend doing the following….?”. SAMPLE BEHAVIORAL QUESTIONS FOR SALES PERSONAS
  23. 23. We ran a factor analysis on this reported behavior data to understand which sales tasks tend to occur together…
  24. 24. We interviewed and shadowed our users
  25. 25. 010010101010101010101010101010101010101010 101010101010010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 Personas as a Product
  26. 26. Assigned a senior researcher, Yakaira “Kai” Nuñéz as persona czarina. She shepherded the personas, implemented a communication plan and served as a domain expert. CREATED PERSONA CZARINA ROLE
  27. 27. ESTABLISHED RELEASE CYCLES & COMMUNICATION PLAN
  28. 28. We asked executives in each product area to contribute survey questions, accompany us on customer visits, and gave them naming rights. SOLICITED EXECUTIVE BUY-IN
  29. 29. WE INVITED DATA SCIENCE ON THE JOURNEY We partnered with our Data Science team to compare reported behavior and product usage data
  30. 30. HIRED PROFESSIONAL VIDEOGRAPHERS
  31. 31. CREATED PERSONA ASSETS
  32. 32. 010010101010101010101010101010101010101010 101010101010010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 So… did it work?
  33. 33. 010010101010101010101010101010101010101010 101010101010010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 We had some challenges…
  34. 34. ARE THESE REALLY DESIGN PERSONAS ?
  35. 35. WHAT ABOUT EMERGING PERSONAS ?
  36. 36. 01010101010101010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101010101010100 01010101010101010101010101010101010101010101010101010101010101 01010101010101010101010101010101010101010101010101010101010101 WHAT’S THE VALUE OF DATA BEHIND PERSONAS
  37. 37. 010010101010101010101010101010101010101010 101010101010010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 Not one big win for strategy....
  38. 38. 010010101010101010101010101010101010101010 101010101010010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 ...rather many tactical wins for strategy
  39. 39. Executives started using personas to describe users
  40. 40. A few engineering teams started using personas in use cases
  41. 41. Our team became ambassadors for UX
  42. 42. Team portrayed as experts. Asked to train PMs & engineers on soliciting user feedback.
  43. 43. Personas integrated into product roadmap forum
  44. 44. Data science integrated personas with product usage
  45. 45. 010010101010101010101010101010101010101010 101010101010010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101 010101010101010101010101010101010101010101

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